b"26 Advertising SavvyYou ARE Sendingpeople feel hungry for steaks; then they buy them. So, their ads show steaks Subliminal Messages! sizzling loudly on a grill. Similarly, to sell beer, young people are shown in ads holding beer at parties while surrounded by great looking friends having a By Mike French wonderful time. To sell clothes, outts are worn by beautiful people, doing fun R ecently I saw a True Valuethings in amazing settings with other beautiful people. The subliminal Truck making a delivery to amessage is that you will get the same store near where I live. On theexperience when using the product. side of the truck was a gigantic photo of an electric drill with its bit about to engage a large screw. At top right aboveEverything about your the screw was the company logo. Ibusiness sends subliminal could not believe what I was seeing andmessages to customers. You snapped a picture of it. I wondered how the creator of the ad could have missedAbout subliminal messages can control messages its obvious message. Simply dened, a subliminalpeople get by controlling I want to make it clear that I am amessage is anything that sends a,what customers see at your great fan of True Value. I shop at Truesometimes unintended, message whichbusiness.Value all the time. It is only the ad onis picked up by your subconscious the side of their truck I am criticizing. mind. Back to the story: the truck driver was standing nearby. I asked him if heDeliberate subliminal messagesNon-deliberate subliminal messageshad noticed what was printed on theSubliminal message advertising wasThere are other kinds of subliminal side of his truck. I asked him if he knewthe brainchild of NY market researcher,messages sent by businesses. These what message it was conveying to theJames Vicary. He boasted that hismessages aect sales positively or public? He said, Yeah, I noticed! Isubliminal messages, hidden cleverly innegatively. The messages may be think it is saying what that screwdriverhis ad campaigns for theaters, causedunintentionally sent, yet they are is about to do to that screw, True ValueCoca-Cola sales in the lobby to increasepowerful. People make all kinds of is about to do to you. That is what I58% and popcorn sales to rise 18%. Heinstant decisions based on subliminal thought, too.immediately received an avalanche ofmessages they receive from the Speaking of subliminal messages, Icriticism from outraged citizens andappearance and condition of a business. saw an advertisement for a salvage yardcongressmen prompting many studiesIf a business is not clean and tidy, that was written out exactly like this with mixed results.customers will get the subliminal Cheap message that what you sell them will be RecycledHow the brain responds to subliminalin that same condition. Everything about Auto messagesyour business sends subliminal mes-Parts There are many examples of howsages to customers. You can control I don't think the yard owner noticedthe brain responds to subliminalmessages people get by controlling what the rst letter in each word spelled outmessages in advertising. One famouscustomers see at your business. the word CRAP. The message wasstatement is about how to sell steaks. probably picked up by the subconsciousAccording to the marketers, Its not theYour Buildings: minds of many who therefore didn'tsteak on the plate that makes the sale. Do they look well maintained? respond positively to his ad.It's the sizzle on the grill that makes Are they clean, tidy and"